Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Consumer Health in the US

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Executive Summary

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Players innovate to follow consumers’ changing lifestyles

Consumer health in the US maintained a slow but steady growth trend throughout the review period, with positive growth seen in most categories. Despite increasing maturity, players adapted to changes in consumers’ lifestyles by launching new products to stimulate demand.

Positive growth in 2018, although at a slower pace

In 2018, consumer health maintained positive current value growth, as seen throughout the review period. Nevertheless, growth in retail value sales between 2017 and 2018 was slower than that seen in any other year of the review period.

A fragmented competitive environment

The competitive environment in consumer health remained extremely fragmented in 2018, with no single company holding more than a 5% value share of the total market. The four leading players, Bayer Corp, Pfizer Consumer Healthcare, McNeil Consumer Healthcare and GSK Consumer Healthcare, are all multinationals.

The move towards internet retailing

The US has one of the most liberal approaches to OTC distribution in the world. Virtually any retail channel, from warehouse clubs to convenience stores to online retailers, can legally sell nearly the full range of OTC products.

Continued growth for consumer health, despite maturity and concern about changes

Consumer health is expected to continue to see growth in value terms at constant 2018 prices over 2018-2023, although the pace of growth is expected to slow over the course of the forecast period. Due to the ageing population and constant product innovation by players, even more mature categories such as analgesics and cough, cold and allergy (hay fever) remedies are expected to see growth.

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